Peter Jones and Richard Farleigh jointly invested £50,000 in Levi Roots's Reggae Reggae Sauce.
Levi Roots, the stage name of Keith Valentine Graham, pitched his sauce business on Dragons' Den in 2007. Jones and Farleigh offered the funding in exchange for a stake in the business, helping turn the product from a small-scale venture into a widely distributed brand.
The pitch became one of the programme's most remembered success stories because Roots combined a distinctive product with a strong personal presentation. The sauce was based on a family recipe and was later sold through major retailers.
The £50,000 figure refers to the investment agreed on the programme, not the later value of the brand. Later commercial success and licensing activity made the business substantially more prominent, which can cause the original deal amount to be misreported.